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Guerilla FX Shot, Created VFX And Posted Rich Banner Media Ad For AT&T GoPhone(June 10, 2009)
Lensed on the streets of Manhattan's Upper Westside, GFX, the New York-based visual effects, production, post finishing, design and interactive house, filmed an actor who is engaged in an animated cell phone conversation with a friend. Walking quickly, our hero literally walks smack into an invisible Plexiglas wall (built by GFX), falls backward and crashes to the ground. Stunned, he feels for the wall that has limited his reception.
"Everyone who owns a cell phone is annoyed when they run out of coverage so the idea was to dramatize literally 'hitting a wall' with one's cell phone coverage. It is a simple concept but the physical comedy, ala Buster Keaton, makes it entertaining," explained GFX Director/Creative Director. "The subtext here is that since AT&T has more and better coverage, you will never hit the wall with their service."
"We had a number of challenges. In terms of the banner ads themselves, the aspect ratios are very different - you have a tall, skinny skyscraper, also a nearly square one, and then an absurdly widescreen rectangle. So the challenge is to create interesting compositions from these varying formats. We used the Red One camera which has such a high pixel level we were able to shoot at 4K and to crop and move and then pan and scan in post to keep the framing interesting and have it work well within these vastly different aspect ratios - always a challenge when you shoot rich media banners. The performance challenge was to make it believable, fun and engaging. The actor (Chester Jones III) had to be really natural and not look like he was running into something that he clearly knew was there. We were fortunate, her gave us a range of great performances to chose from.''
The Guerilla FX team, which was responsible for production, visual effects and editorial, was led by Director/Creative Director Thor Raxlen, included Executive Producer Doug Robbins, Senior Producer Theresa Loguercio, Line Producer Nicole Rodan, Postproduction Supervisor Jody Peters, Compositor Scott Winston, VFX Artist Vance Miller and Editor Sonya Rhee.
Guerilla FX shot the banner with a Red One camera, did compositing and effects in After Effects and edited in Final Cut.
Representing BBDO (New York, NY) were Creative Director Arturo Aranda, Associate Creative Director Dominick Baccollo, Art Director Jake Blumenau, Copywriter Gray Sandford, Associate Director of Production Eric Weiner, Producer Charlie Shipman, Account Director Brett Barash and Account Executive Morgan Schreiber.
About Guerilla FX:
Guerilla FX, an independent design, effects and post finishing company, is the natural out growth of the relationship created when 0:2:60 Executive Producer Doug Robbins first signed Visual Effects Designer/Editor/Director Thor Raxlen for commercial direction. Together they launched Guerilla FX in January 2006 and this uniquely creative, vertically integrated company now takes projects from preliminary discussions through the shoot, editing and effects. They have recently completed high profile projects for clients including AT&T LG, SONY, Late Night with Jimmy Fallon, Earth 2100, MTV, Nike, Verizon, among many others.
Guerilla FX and 0:2:60 are headquartered at 121 West 27th Street, New York, NY 10001. For further information about the effects and editorial facility, or the advertising production company, contact Sales/New Business Development Director Theresa Loquercio at (212) 807-7123; and in the Midwest contact representative Donna Daguanno at (312) 953-7029 or email@example.com; and please visit the Guerilla FX website at www.guerillafx.com http://www.0260.com/ and the 0:2:60 site at www.0260.com
Airdate: June 2, 2009 on AT&T website
Title of Rich Banner Media ad: "Limited Network"
Description of Spot: Lensed on the streets of Manhattan's Upper Westside, GFX, the New York-based visual effects, production, post finishing, design and interactive house, filmed an actor who is engaged in an animated cell phone conversation with a friend. Walking quickly, our hero literally walks smack into an invisible Plexiglas wall, built by GFX, falls backward and crashes to the ground. Stunned, he feels for the wall that has limited his reception.
Production/VFX/Editorial Company: Guerilla FX
City/State: New York, NY
Director/Creative Director: Thor Raxlen
Executive Producer: Doug Robbins
Senior Producer: Theresa Loguercio
Line Producer: Nicole Rodan
Postproduction Supervisor: Jody Peters
Compositor: Scott Winston
VFX Artist: Vance Miller
Editor: Sonya Rhee
Equipment: Shot on a Red One Camera, did compositing and effects in After Effects and edited in Final Cut
Location of Shoot: On the streets of Manhattan's Upper West Side.
City/State: New York, NY
Creative Director: Arturo Aranda
Associate Creative Director: Dominick Baccollo
Art Director: Jake Blumenau
Copywriter: Gray Sandford
Associate Director of Production: Eric Weiner
Producer: Charlie Shipman
Account Director: Brett Barash
Account Executive: Morgan Schreiber
Related Keywords:Guerilla FX, AT&T, Thor Raxlen